The brand ambassadors were announced at a ceremony attended by KBL MD Jane Karuku, ahead of their trip (official role) to watch Formula 1 Grand Prix in Monaco this weekend. Maina and Adelle will join other Diageo Global Influencers in Monaco – a Grand Prix race described as the Jewel in the Formula 1 Crown circuit.

While speaking at the unveil ceremony, Ms Karuku said, “Today’s consumers are increasingly sophisticated and are seeking new experiences. Therefore, such partnerships are welcome since they will enable our consumers to associate with the brand in an unconventional way.”

She added that the company shall continue to invest in innovative marketing solutions that are aligned to today’s ever-changing consumer trends.

Earlier in the month, Kenya Breweries Limited launched Experience Formula 1 with Johnnie Walker promotion that is giving six consumers an opportunity to watch one of the Formula 1 Grand Prix races anywhere across the world. The six, who will be picked during the 12-week promotion, will each receive an all-expenses paid trip to one of the countries across the world that are part of the Formula 1 Grand Prix circuit.

At these races, winners will also enjoy access to the Johnnie Walker VIP hospitality tent. The Formula 1 Grand Prix circuit, which kicked off in March, comprises, 21 races spread throughout the year until November. So far, five of the races have been held in Australia, Bahrain, China, Azerbaijan and Spain.

According to KBL Head of Spirits, AnnJoy Muhoro, Johnnie Walker, the world’s leading scotch whisky is the perfect partner with the world’s most progressive and technologically-advanced sport.

“For the first time in history, KBL is bringing the long-standing Johnnie Walker – Formula 1 partnership to Kenya. This partnership affirms KBL’s position as the leading alcoholic beverage company in East Africa, while at the same time strengthening the historical connections that the Walker family has with the world of motorsport and Grand Prix racing which go back to the 1950s,” explained Ms Muhoro.

The promotion is open to consumers of any of the Johnnie Walker variants. To participate, consumers are required to buy any bottle of Johnnie Walker, scratch the panel to reveal a 6-digit alpha numeric code and SMS the code to 20405. Apart from watching the Formula 1 Grand Prix races live, Johnnie Walker consumers also stand a chance to win daily and weekly KSh2,000 and Sh10,000 cash prizes.

International Premium Spirits, Senior Brand Manager Alice Owambo said: “This is the coming together of two globally acclaimed brands. Formula 1 is the perfect fit for Johnnie Walker, whose purpose is to connect with premium consumers. This association will enable Johnnie Walker to greatly extend its reach to F1 fans.”

Ms Owambo revealed that the decision to leverage Formula 1 sport was to tap to the ongoing popularity of the sport as well as Diageo premiumisation trends, which goes beyond the super-rich, with middle-class tipplers buying more expensive brands of alcohol rather than trading down to beer.

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